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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions


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A fully updated guide to making your landing pages profitable

Effective Internet marketing requires that you test and optimize your landing pages to maximize exposure and conversion rate. This second edition of a bestselling guide to landing page optimization includes case studies with before-and-after results as well as new information on web site usability. It covers how to prepare all types of content for testing, how to interpret results, recognize the seven common design mistakes, and much more. Included is a gift card for Google AdWords.

  • Features fully updated information and case studies on landing page optimization
  • Shows how to use Google's Website Optimizer tool, what to test and how to prepare your site for testing, the pros and cons of different test strategies, how to interpret results, and common site design mistakes
  • Provides a step-by-step implementation plan and advice on getting support and resources

Landing Page Optimization, Second Edition is a comprehensive guide to increasing conversions and improving profits.

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Product Details

ISBN-13: 9780470610121
Publisher: Wiley
Publication date: 04/24/2012
Pages: 496
Product dimensions: 7.30(w) x 9.10(h) x 1.10(d)

About the Author

Tim Ash is the CEO of SiteTuners, a firm that improves website conversion rates through landing page diagnosis and redesign, conversion consulting, A/B split and multivariate test plan creation, and client training/ mentoring. Tim has worked with hundreds of clients including Canon, Google, Expedia, CBS, Sony Music, Facebook, Cisco, and Coach. He is a highly regarded keynote and conference presenter, and the chairperson of Conversion Conference. Rich Page is an Optimization Consultant and Web Analytics Manager for a Fortune 500 company. Maura Ginty is a digital-era word geek with deep expertise in search, content strategy, and social media programs at Fortune 500 companies as well as small businesses. All three authors are frequent speakers at online marketing conferences.

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Table of Contents

Introduction xv

Part I Understanding Landing Page Optimization 1

Chapter 1 Setting the Stage 3

What Is a Landing Page? 4

A Few Precious Moments Online  4

Your Baby Is Ugly 6

Your Website Visitors: The Real Landing Page Experts 6

Understanding the Bigger Online Marketing Picture 8

The Myth of Perfect Conversion 17

Chapter 2 Understanding Your Landing Pages 19

Landing Page Types 20

What Parts of Your Site Are Mission Critical? 22

What Is Your Business Model? 28

The Types of Conversion Actions 30

Chapter 3 The Matrix—Moving People to Act 35

The Matrix Overview 36

Roles 36

Tasks 38

The Decision-Making Process 39

Awareness 40

Interest 43

Desire 45

Action 53

Part II Finding Opportunities for Site Improvement 63

Chapter 4 Common Problems—The Seven Deadly Sins of Landing Page Design 65

A Sober Look 66

Unclear Call-to-Action 66

Too Many Choices 73

Visual Distractions 76

Not Keeping Your Promises 83

Too Much Text 86

Asking for Too Much Information 87

Lack of Trust and Credibility 93

Real-World Case Study: CREDO Mobile 106

Chapter 5 Conversion Ninja Toolbox—Diagnosing Site Problems 111

You Are Not as Good as You Would Like to Believe 112

Focus on the Negative 113

Web Analytics Tools 114

Visual Analysis Tools 125

Feedback and Survey Tools 131

Website Performance Tools 133

Competitive Analysis Tools 135

Usability Testing Tools 136

E-mail Enhancement Tools 139

Chapter 6 Misunderstanding Your Visitors—Looking for Psychological Mismatches 141

Empathy: The Key Ingredient 142

Researching the Whole Story 143

Demographics and Segmentation 144

Welcome to Your Brain 148

Cognitive Styles 152

Persuasion Frameworks 157

Cultural Differences 165

Part III Fixing Your Site Problems 169

Chapter 7 Conversion Improvement Basics 171

Web Usability Overview 172

Visual Presentation 173

Writing for the Web 192

Usability Checks 197

Chapter 8 Best Practices for Common Situations 201

Homepages 202

Information Architecture and Navigation 205

E-commerce Catalogs 211

Registration and Multiple-Step Flows 234

Direct Response Pages 243

Mobile Websites 246

Chapter 9 The Strategy of What to Test 251

How to Think About Test Elements 252

Selecting Elements to Test 261

Testing Multiple-Page Flows 264

Timeless Testing Themes 267

Price Testing 273

Part IV The Mechanics of Testing 279

Chapter 10 Common Testing Questions 281

Lies, Damn Lies, and Statistics 282

Crash Course in Probability and Statistics 286

Have I Found Something Better? 293

How Sure Do I Need to Be? 295

How Much Better Is It? 298

How Long Should My Test Run? 300

Chapter 11 Preparing for Testing 305

Overview of Content Management and Testing 306

Content Management Configurations 308

Common Testing Issues 313

Chapter 12 Testing Methods 325

Introduction to Testing Terminology 326

Overview of Testing Methods 331

A-B Split Testing 332

Multivariate Testing 335

Variable Interactions 350

Part V Organization and Planning 359

Chapter 13 Assembling Your Team and Getting Buy-in 361

The Usual Suspects 362

Little Company, Big Company 372

The Company Politics of Tuning 375

Strategies for Getting Started 378

Insource or Outsource? 380

Chapter 14 Developing Your Action Plan 387

Before You Begin 388

Understand Your Business Objectives 389

What Is the Lifetime Value of the Conversion Action? 390

Assemble Your Team 401

Determine Your Landing Pages and Traffic Sources 403

Decide What Constitutes Success 405

Uncover Problems and Decide What to Test 407

Select an Appropriate Tuning Method 410

Implement and Conduct QA 412

Collect the Data 416

Analyze the Results and Verify Improvement 418

Chapter 15 Avoiding Real-World Pitfalls 421

Ignoring Your Baseline 422

Collecting Insufficient Data 422

Not Accounting for Seasonality 424

Assuming That Testing Has No Costs 424

Not Factoring In Delayed Conversions 426

Becoming Paralyzed by Search Engine Considerations 433

Failing to Act 436

Appendix Landing Page Testing Tools 437

Enterprise Tools 438

Free or Inexpensive Tools 440

Glossary 443

Index 451

Customer Reviews